New MW3 gameplay during England game

World exclusive gameplay of Call of Duty: Modern Warfare 3 will premiere at half time during the Montenegro vs. England European Championship qualifier tonight.

The single-player trailer goes live at 9pm UK time on Sky Sports 1 and Sky Sports 1 HD.

After the footage is shown here it will be sent out to the rest of the world for global consumption.

The TV spot is part of Activision's huge marketing push in the run up to the game's November launch.

This year both Activision and EA will spend millions of dollars promoting their first-person shooter behemoths Modern Warfare 3 and Battlefield 3.

In April EA boss John Riccitiello said the marketing battle will cost the games' respective publishers around $200 million.

"[Battlefield 3] is going up against the next Call of Duty, which is presently the number one game in the industry - a game that last year did $400 million in revenue on day one," he said.

"This game is designed to take that game down. If you're looking for a battle of the titans - Red Sox vs Yankees... Microsoft or Google - and what the tip-off point is for this holiday season, this is it.

"There will be a couple of hundred million dollars of marketing against these two products going head to head. Similar designs - we think we've got the better product - it's going to be a blast."